Bandar Seri Begawan – HIS Majesty the Sultan and Yang Di-Pertuan of Brunei Darussalam yesterday officiated at the fourth International Halal Products Expo (IHPE), which saw the unveiling of the Brunei Halal brand that will be used to market halal products locally and abroad.

Present to accompany the monarch at the International Convention Centre was His Royal Highness Prince Haji AlMuhtadee Billah, the Crown Prince and Senior Minister at the Prime Ministers Office, His Royal Highness Prince Haji ‘Abdul ‘Azim, His Royal Highness Prince ‘Abdul Malik and His Royal Highness Prince ‘Abdul Mateen.

Meanwhile, Permanent Secretary at the Ministry of Industry and Primary Resources Dato Paduka Hj Mohd Hamid Hj Mohd Jaafar as the cochairman of IHPE briefed His Majesty on this year’s expo as the monarch toured the booths.

Among the booths highlighted this year was the exhibition on the Brunei Halal brand. Symbolised as an emblem of black and green with Islamic shaped features, the logo will be placed on products which come under the brand.

His Majesty took a first look at the first two products using the Brunei Halal brand: prawn crackers from Marimin Sdn Bhd and orange juice from Healthson Corporation Sdn Bhd from Malaysia. Mock products bearing the new brand were also on display to give a preview of what Brunei’s future in the halal industry could shape up to be.

The Brunei Halal brand will also provide a platform for the development of local products in terms of marketing, advertisement and packaging.

A new company, government-owned Brunei Wafirah Holdings Sdn Bhd, has been established as the owner of the Brunei Halal brand. The IHPE will run for four days and will coincide with the International Halal Market Conference scheduled for August 1-2. — Courtesy of The Brunei Times